Video ad tech company has been acquired by FreeWheel, a provider of premium video ad management solutions for some of the world’s largest media and entertainment companies.

The terms of the deal were not disclosed, but the Parisian startup may well have been in a position to bargain, having been one of just a handful of video inventory supply-side platforms holding on to independent ownership as larger firms move in to bolster their ad tech stacks.

Facebook’s acquisition of video technology group LiveRail in 2014 set a precedent for several more similar purchases, including Matomy Media Group’s more recent $25 million bid for programmatic video ad specialist Optimatic at the end of last year.

Power to publishers

The latest merger will enable clients of Freewheel – a Comcast Platform Services’ subsidiary – to manage video inventory across all screens, and access demand from any channel while adhering to TV compliance and brand safety measures.

The official statement goes on to say that will strenghthen the acquiring company’s ‘end-to-end’ automated ad technology, and will allow publishers to better leverage their own video inventory across direct sold and market demand sources.

“Our clients’ need to support automated sales has drastically accelerated over the last 18 months,” said FreeWheel’s chief revenue officer, James Rooke.

“We believe brings best-in-class SSP technology, specifically their focus on private exchange capabilities that put the publisher in control. We believe the combination of our platforms will deliver the solutions our clients need to thrive.”

Bon voyage boasts support for some of the biggest broadcasters in Europe, including TF1, France Télévisions and M6, while powering the ad businesses of publishers Spiegel, Corriere della Sera, The Economist, and La Place Media.

“We are exceptionally excited to join FreeWheel and the Comcast Platform Services family. We are convinced that the combination of our companies will benefit our respective client bases, most notably the largest TV broadcasters,” said Hervé Brunet, CEO & co-founder at

“Our focus on a private exchange, server-side architecture is perfectly aligned with FreeWheel’s technology in addressing the specific needs of premium publishers.”

Read Brunet’s article on the ‘Premium Programmatic Video Premise’ for PerformanceIN.